THE EFFECT OF EMOTIONAL LABOUR ON ORGANIZATIONAL COMMITMENT AMONG CALL CENTRE CUSTOMER SERVICE REPRESENTATIVES

Call Centers industry is developing rapidly and as a consequence of their rampant development provided rich topics for investigation to educational researchers. One of such concept generating increasing discussion is emotional labour. When an individual enhances or suppress emotions as a part of his work, it is called as emotional labour. Emotional labour may increase businesses however employees often find it harmful or taxing. The paper explores the relationship between emotional labour (Surface Acting, Deep Acting and Emotional Dissonance) and organizational commitment and the influence of variables like gender and year of experience in current organization. Data was collected from 200 Customer Service Representatives (CSRs) from call centers in the city of Pune, India. CSRs find that emotional labour is lowering the organizational commitment. There is no difference in strategies adopted for performing emotional labour and level of organizational commitment among male and female CSRs. Those who have more years of experience in current call centers perform emotional labour through surface acting and have low level of organizational commitment compare to CSRs having less years of experience.